Social Media


Influencer marketing programs are here to stay.

Almost all consumers (92%) trust recommendations from strangers and influencers over those from brands. Most marketers have invested in some form of influencer marketing, with budgets now ranging from $5,000 to $25,000. Consumers demand it, competitors are investing in it.

If you’ve been thinking about building an influencer marketing program or are in the process of building one, now’s the time to get serious about it. Influencer marketing delivers 11x the return on investment over all other types of digital media.

At Bitly, we’ve really started building out our own influencer marketing program. We’ve experimented with Bitly Network interviews, where we featured Bitly users from various industries on our blog. We’ve started a #TechiesofNY Instagram series where we highlight tech talent from across our homebase of New York City. We also partnered with influencers to promote our first social media contest.

The last webinar we co-hosted with our partner, AdRoll, drove more than 2,300 registrations, a 150% increase in registrations compared to the ones we run alone!

We’ve tested out several forms of partnerships and various ways to connect with influencers. While there’s no magic formula to building a successful influencer marketing program, the foundation to everything is communication. It all comes down to setting clear goals, expectations, and deliverables.

One of the ways to do this is a creative brief.

A creative brief can help ensure that the influencer’s tone and visual aesthetic are aligned with your brand.

We talk about how to put together a creative brief, along with small ways to make your influencer feel special and build loyalty, and more in our eBook, “How To Build An Influencer Marketing Program.”

Here’s a preview of one of the templates you’ll find in the eBook:



An effective campaign brief doesn’t need to be long. The best ones we’ve seen have been around two to three pages long, full of visuals and bullet points.

When you sit down to put together a campaign brief, think about your branding, your goals, and your audience.

Here are some questions that might help you kick off your brainstorming:

– What kind of messaging do you want your influencers to convey?
– What are some visuals that represent your brand identity?
– What are some things you would want influencers to avoid?
– Based on your goals, how long would this project span? How many posts would you want your influencers to publish?

For more of these tips, examples, and exercises, download our “How To Build An Influencer Marketing Program in 2017” guide.

In this guide, we’ll cover:

– How to build an influencer marketing program from the ground up
– How to grow influencer relationships that turn them into ambassadors
– How to track and prove ROI
– Examples of how real brands are partnering with influencers


From outreach, to campaign strategy and tracking ROI, we've packed everything about building an influencer marketing program into this guide.

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Denise Chan @denisechan26
Senior Content & Community Marketing Manager